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Effects of Marketing Techniques on the Acceptance of Imperfect Apples

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dc.contributor.advisor von Massow, Michael Holtz, Jenna 2020-06-30T19:53:05Z 2020-06-30T19:53:05Z 2020-06 2020-06-23 2020-06-30
dc.description.abstract Food waste stemming from strict cosmetic standards leads to a potential market for imperfect produce that is under researched. To gain a better understanding of consumer preferences towards imperfect produce, we conducted a study on the effectiveness of marketing techniques on the likelihood of purchasing imperfect apples. Using a mock grocery store and eye-tracking technology, 187 participants chose between perfect bagged apples, imperfect bagged apples, perfect loose apples, and imperfect loose apples. We used a binary logit, multinomial logit, and marginal effects at the means to analyze our data. Our research found imperfect apples more likely to be purchased in bags rather than individually at a rate of 5 to 1. The results on our labeling techniques of the imperfect apples showed the effectiveness of a name label that positively emphasizes the natural and safe quality of imperfect apples. en_US
dc.language.iso en en_US
dc.publisher University of Guelph en_US
dc.subject Apples en_US
dc.subject Eye tracking en_US
dc.subject Ugly Fruit en_US
dc.subject Ugly Produce en_US
dc.subject Imperfect Produce en_US
dc.subject Ugly Apples en_US
dc.title Effects of Marketing Techniques on the Acceptance of Imperfect Apples en_US
dc.type Thesis en_US Food, Agriculture and Resource Economics en_US Master of Science en_US Department of Food, Agricultural and Resource Economics en_US
dc.rights.license All items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated. University of Guelph en_US

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